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CTV, TD Bank begin X Factor initiative

CTV and TD Bank Group have begun a promotion tied to reality program The X Factor. As part of the initiative, TD will sponsor a weekly behind-the-scenes interview segment called "TD Making of a Star." The 30-second interviews will air within each week's broadcast of show for the length of the season. Extended interviews will be posted online at <>. Later in the season, TD will sponsor interviews between the show's ten final contestants and an ETalk correspondent in a venue called the TD Comfort Zone. ETalk will also produce a series of 30-second recap segments sponsored by TD.

Beginning in late October, the CTV mobile application will begin incorporating an audio fingerprinting system that will recognize when a TD commercial is playing during a broadcast of The X Factor. The mobile device will then deploy a notification ad that will link users to a TD-branded website related to the show. According to CTV, this is the first time the company has made use of this technology in this way. Visitors to the site can watch videos, participate in quizes and polls, and access extended content. Visitors can also enter a contest for trip for two to Los Angeles to attend the season finale of the show.

"TD Making of A Star is a truly innovative, four-screen campaign designed to highlight the role of great advice and mentorship in bringing about success," said Carmen Lago, director of brand partnerships at Bell Media. "Mentors on The X Factor utilize their world renowned expertise to guide contestants with the advice they need to truly become a star. This level of integration of a Canadian brand in a US reality series is a first of its kind in Canada, bringing TD's iconic green chairs to set with extensive interview access."

The initiative was developed by Starcom in association with CTV Brand Partnerships and TD.

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